Who We Are
Zelle® connects people through moments that matter.
Since launching in 2017, more than ten billion digital payments have been sent through the Zelle® network, which includes over 2,300 banks and credit unions of all sizes across the United States.
With Zelle®, money is available directly in bank accounts, generally within minutes when the recipient is already enrolled. This helps people support one another when it counts. Whether sending money to assist family, support friends, or paying a small business, Zelle® is here for you, so you can be there for them.
Brand Platform
Our brand platform is the foundational framework that defines what the brand stands for, why it exists, and how it shows up in the world. It guides every expression of the brand, from campaigns and partnerships to tone of voice and design.
At Zelle® we know there’s more to money than a dollar amount.
Care is our true currency.
And delivering it seamlessly in all of the moments it matters is what we do, every day.
When it’s three days until payday and your mom needs enough for groceries. Or when it‘s your friend‘s birthday and you’re not there to buy them a drink. Or when rent is due, today. Or when you split takeout with your roommate for Tuesday movie night.
At Zelle®, everything we do is to make sure that whether you need money or need to send money, it gets there when it matters most.
When it counts. Zelle®
BRAND PURPOSE
Zelle® powers the people-for-people economy forward.
OUR WORLDVIEW
Behind the millions of transactions we power and protect every day are millions of moments of human care.
Solutions
Small Business
Zelle® is available for eligible small businesses as a fast and easy way to send, request and receive money directly between eligible checking or savings accounts in the U.S. If eligible small businesses use Zelle®, they can also send payments directly to other eligible businesses with just an email address, U.S. mobile number or Zelle® tag, typically arriving within minutes.1
MARKETING GUIDELINES
When offering Zelle® to small business accounts at your financial institution:
WE DO SAY...
- Zelle® for your small business
- Zelle® for your business
WE DON’T SAY...
- Zelle® Business or Zelle® for Business
- Zelle® Small Business or Zelle® for Small Business
- When communicating with consumers and eligible businesses, refer to the solution as simply, “Zelle®.” Consumers paying small businesses shouldn’t consider it to be a different product than P2P—it is all part of the same experience.
- Avoid messaging that could imply point-of-sale use.
- Encourage your eligible small businesses to market to their customers that they accept payments with Zelle®.
1 To send or receive money with Zelle®, both parties must have an eligible checking or savings account. Transactions between enrolled users typically occur in minutes.
P2P (Person-to-Person)
Zelle® is a convenient way to send and receive money with friends, family and others you trust through your bank or credit union’s mobile app or online banking. All you need is your recipient’s email address or U.S. mobile number, and money will be available to use in minutes if they’re already enrolled with Zelle®. Your account information and activity stay private. Zelle® is available in over 2,300 bank and credit union apps.
WE DO SAY...
- Payments or Digital Payment
WE DON'T SAY...
- Person-to-Person Solution
- P2P / Peer-to-peer / Person-to-Person
Note: Use of the terms “Funds”, “P2P”, “Peer-to-Peer” and “Person-to-Person” is acceptable for internal documents, legal disclaimers, B2B documents and terms and conditions.
Disbursements
Zelle® Disbursements is a fast and easy way for companies and government entities to send money directly to their customers’ checking or savings accounts. Using just an email address or U.S. mobile number.1
When communicating with your customers, refer to the solution as just “Zelle®” (as opposed to Zelle® Disbursements). Consumers shouldn’t consider disbursements to be a different product than P2P—it is all part of the same experience.
When communicating with corporate clients and prospects, use the guide to the right.
DISBURSEMENTS NAMING GUIDELINES
Use these naming guidelines when communicating with corporate clients or financial institutions.
WE DO SAY...
- Zelle® Disbursements
- [Your Product Name] with Zelle® (note required italics in this use)
- Disbursements with the Zelle® network (note required italics in this use)
Note: If you already have an existing disbursements brand identity and/or disbursements product name, and Zelle® only applies to a certain segment, use Zelle® in the above naming structure only when relevant.
WE DON'T SAY...
- [Your Product Name] through the Zelle® network
- Zelle [Your Product Name]®
- [Financial Institution Name]’s Zelle® Disbursements powered by Zelle®.
- [Corporation Name] together with Zelle®
- Do not use the term “Zelle® network” with a consumer audience (this term should only be used in B2B materials)
- Do not use the corporation name locked up with the Zelle® logo
1 Eligible checking or savings account required to use Zelle®. Transactions sent to enrolled users typically occur in minutes.
Solutions Terminology Overview
Zelle® uses distinct messaging and terminology that helps to differentiate our brand, to define the Zelle® experience, and to create clear and consistent content across channels.
WE DO SAY...
- Payments or Digital Payment
- Zelle® for your small business
- Zelle® for your business
- [Your Product Name] with Zelle® (note required italics in this use)
- [Your Product Name] with Zelle® (note required italics in this use)
- Disbursements with the Zelle® network (note required italics in this use)
Note: If you already have an existing disbursements brand identity and/or disbursements product name, and Zelle® only applies to a certain segment, use Zelle® in the above naming structure only when relevant.
WE DON'T SAY...
- Person-to-Person Solution
- P2P / Peer-to-peer / Person-to-Person (Use of the terms “Funds”, “P2P”, “Peer-to-Peer” and “Personto-Person” is acceptable for internal documents, legal disclaimers, B2B documents and terms and conditions.)
- Zelle® Small Business or Zelle® for Small Business
- Zelle® Business or Zelle® for Business
- [Your Product Name] through the Zelle® network
- Zelle® [Your Product Name]
- [Financial Institution Name]’s Zelle® Disbursements powered by Zelle®
- [Corporation Name] together with Zelle®
Note: Do not use the term “Zelle® network” with a consumer audience (this term should only be used in B2B materials). Do not use the corporation name locked up with the Zelle® logo
Zelle® P2P Value Propositions and Messaging
Below are some examples of Zelle® core messages that effectively communicate our value propositions to consumers. Value proposition messaging should be seen as the closing statements that move consumers to action.
DIRECT TO ACCOUNT
With Zelle®, money moves directly between bank accounts.
- With Zelle®, money received goes directly into your bank account.
- With Zelle®, you can send money directly from your banking app.
- With Zelle®, you can send and receive money directly through your bank.
FAST
With Zelle®, money is available to use within minutes.¹
- Send and receive money in minutes¹ with Zelle®.
- Send and receive money fast with Zelle®.
- When you use Zelle®, you can send and receive money in minutes.¹
AVAILABLE IN BANKING APP
Zelle® is available in over 2,300 banking apps (in the U.S.).
- Zelle® is available in over 2,300 banking and credit union apps—so it’s probably already in yours.
- Zelle® is integrated in over 2,300 banking and credit union apps.
1 To send or receive money with Zelle®, both parties must have an eligible checking or savings account. Transactions between enrolled users typically occur in minutes.
Bank Channel Messaging Statements
Below are pre-approved statements for Zelle® that effectively communicate our core messaging and value propositions to consumers. Remember to include the footnoted disclaimer if applicable and the Zelle® trademark disclosure.
NO FEES
There are no fees to send and receive money with Zelle® from the [Financial Institution App Name]. *
FAST
Money goes straight into your account and is available to use in minutes.¹
CONVENIENT
Zelle® is available in the [Financial Institution App Name], so there’s no need to download another app.
PRIVATE
All you need is an email address or U.S. mobile number. Your account information and activity stay private
*Note: Early Warning Services, LLC (Zelle®) does not dictate fees for any financial institutions on any transactions. Check with your product and legal teams before using “no fees”.
Tagline
Our new tagline, “When it counts,” reflects the very heart of what Zelle® stands for. Behind each transaction is something more meaningful: a moment of care, connection, or support.
This line is both a promise and a reminder: that Zelle® is there when timing, trust, and reliability matter most. The tagline flexes across contexts—from everyday exchanges to life’s biggest milestones—always reinforcing our commitment to speed, convenience, and human connection.
In every application, “When it counts” should convey confidence, empathy, and simplicity, staying true to our role as a brand people can count on.
USE THE TAGLINE LOGO LOCKUP:
You’re promoting the brand platform. For example, in advertising, campaign assets, or key brand communications where the emotional message (“When It Counts”) is essential to the storytelling.
When the message goes beyond functional benefits and speaks to our brand promise or purpose (connection, care, trust, reliability).
The communication is designed to build brand awareness and emotional resonance rather than convey technical or transactional information.
USE THE PRIMARY LOGO (WITHOUT TAGLINE):
You’re in B2B or partner-facing communications — such as bank materials, corporate documentation, or co-branded assets where clarity is more important than emotional storytelling.
The placement is within a digital interface or functional environment (e.g., banking app, transactional email, button, or product UI).
The tagline would compete with other messaging or visual hierarchy (e.g., partner logo lockups).
The communication is too small or constrained for legibility.
In short:
Use tagline lockup → Brand storytelling, campaign, emotional/consumer-facing work.
Use logo only → Functional, partner, or B2B communications.
Early Warning® and Zelle® Co-Branding
This page defines how the Zelle® brand must be presented when displaying alongside the Early Warning, PazeSM and/or CertosSM brands. Zelle® must retain its own visual identity to ensure clarity, recognition, and brand integrity
ZELLE® BRAND STANDARDS WHEN PRESENTED ALONGSIDE OTHER EARLY WARNING® BRANDS.
- Zelle® must always be presented using Zelle® brand standards.
- When Zelle® appears alongside the Early Warning, PazeSM and/or CertosSM brands, all Zelle® assets must adhere strictly to Zelle® brand guidelines.
- Zelle® may not be re-skinned, re-styled, or adapted to another brand’s visual system for the purpose of visual uniformity.
THIS RULE APPLIES TO, BUT IS NOT LIMITED TO:
- Trade show booths and environmental graphics
- Marketing collateral (print and digital)
- Event swag and promotional materials
- Shared webpages or landing pages
WE DO ...
- Use official Zelle® colors, typography, logo lockups, and spacing.
- Maintain the visual tone of Zelle® even when other brands appear nearby.
WE DON'T ...
- Apply Early Warning color palettes, typography, or layout systems to Zelle® assets
